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Biggest takeaways from Ragan and PR Daily’s Social Media Conference 2023

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A panel from Ragan and PR Daily's Social Media Conference 2023

More than 500 communicators gathered at the Walt Disney World Swan resort to learn, network and take in the magic.

Over the course of three days, ranging from pre-conference to the closing session, new friendships were formed, new insights were gleaned and new ideas bloomed.

It’s impossible to capture everything from the conference — you had to be there. But from across all three tracks, here are some of the most insightful takeaways we hope you can apply to your work.

1. If you don’t have a budget, look for an internal influencer. Other “influencers” who work for free probably aren’t ones you’d want to work with.

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2. Much of what we call “thought leadership’” is not thought leadership. True thought leaders start with why and solve targeted pain points for multiple audiences at once by looking at where those pain points intersect.

3. You can’t feed folks a script or questions ahead of time for a video. Leave enough time for the interview so that you can ask the same question a few different ways to get the soundbite you’re looking for and keep it authentic.

4. We must create the right conditions so we can give the mutual gift of feedback — and we must help our managers achieve this.

5. As the iPhone has defined the internet since 2007, generative AI will define the future moving forward. However, writers are safe for now. ChatGPT isn’t quite there yet. 

6. Storytelling is the heartbeat of social strategy. “It’s how we learn from the past and ground ourselves in the present. It’s how we plan for the future. It’s a tool we use to build connections, develop relationships, and form attachments.”

7. Identifying issues early with social listening can allow you to defuse situations before there even is an issue.

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8. Your demographics should determine your strategy. Not every organization needs TikTok – look at your audience. 

9. Influencer marketing doesn’t have to be a slick, perfect video from a celebrity. It’s often more successful to have something authentic from a nano-influencer or even an internal ambassador.

10. Variety and repetition both have value when it comes to content.  Repetition will help the message stick and variety keeps it fresh.

11. Create exclusive content found only on your intranet to drive repeat traffic to the platform.

12. As a comms pro, it is up to you to give your people the tools to show up to shine, on campus, at an event or on social.

13. Don’t innovate for the sake of innovation. Innovate for the sake of cultural relevancy.

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If you missed out, stay tuned for details of our 2024 Social Media Conference.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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